Rihanna's video of 'We Found Love' is based around the relationship between Rihanna's character with her boyfriend and focuses on how drugs are affecting them. At the beginning of the video, Rihanna and her boyfriend are shown to be a couple who are madly in love and full of excitement. They are shown to be happy as they mess around and act childish in scenes such as when they are pushing each other round a shop in a trolley, riding a bike and playing in a skate park. However, as the camera focuses more on the pills and drugs, and the pace of the camera shots become faster, the audience realises the impact the drugs are having on the couple. The couple are then shown to be stealing and messing around in a shop, falling around on the streets, taking more drugs and Rihanna's boyfriend is even shown creating a tattoo on his girlfriends body saying 'MINE'. This is highlighted through the shots of the police sirens flashing and the fire which shows how the couple were very rebellious. The video is very powerful as it shows how taking drugs can lead to violence and relationships failing. The close ups of the eye pupil widening is again very powerful as it focuses on the effects drugs have on how people see life. This is shown when Rihanna finally leaves after a fight in the car. This is ironic as it reminds the audience of Rihannas relationship with Chris Brown and how he was violent towards her in 2009. The video was filmed in Ireland and there were around 12 different locations - from a block of council flats to a party in a field, the video showed the different aspects of the relationship the couple had. I feel that the target audience is 18 - 25 year olds. This is because they are young adults with a party lifestyle who will understand and possibly be able to relate to the video. Rihanna's character is shown to be wearing the style of clothing that Rihanna would wear - a style which makes her stand out and be unique. However, in the scenes in the field she is seen to wear some very revealing clothing as she is wearing a bra which gives her sex appeal and shows she is quite a confident person who doesn't care what people think. The lyrics do relate to the video however they are quite subtle as they don't specifically mention the use of drugs however the lyrics "what it feels to come alive" and "feel the heartbeat in my mind" give the impression that this is what drugs do. "Hopeless place" may also mean 'land of drugs' and "love and life I will divide" may mean that she doesn't want her life with drugs to affect her relationship with her boyfriend. Overall, I feel the video is aimed mainly at females as it is from Rihanna's perspective and her emotions which females can easily relate to, I also feel that it has quite a negative effect on the audience as it becomes quite a dark, depressing video to watch.
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